With more than 7,000 leads languishing in its database from previous campaigns, this organisation suspected that its Marketing /Sales processes weren’t operating efficiently. For one thing, it was costing a fortune blasting emails out to all these contacts every month. For another, no progress was being made.
The leads had been gathered over months of Marketing activity; event attendance, web downloads, email responses…. According to salesforce.com, these precious pieces of gold had not been followed up.
By applying lead scoring criteria, we were able to help the company to prioritise follow-up. We determined whether there was still an interest, and nurtured the contacts through the buying cycle by maximising the intelligence gathered about prospects’ individual behaviours to the point where they could validly be passed to Sales.
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